smart phones
TRANSCRIPT
Article Overview
“As smartphones proliferate, will one company emerge as the clear market winner?” – Knowledge@Wharton
Article Overview
Product is increasingly popular “… m o ving fro m the re a lm o f niche p ro duc t to
g a m e -cha ng ing , mass market item. ”
http://knowledge.wharton.upenn.edu/article.cfm?articleid=2244
Article Overview
Smartphone industry possesses tremendous growth potential 1In the first quarter of 2009…
Economy in severe decline Overall mobile shipments fell 15.8% But, smartphone segment grew 4%
1Figures extracted from article. Statistics were published by IDC, a research subsidiary of International Data Group (IDG).
Article Overview
Fierce competition for market share Players:
BlackBerry (RIM), iPhone (Apple), Treo (Palm) “The s m a rtp ho ne m a rke tp la c e is full o f
inc re a s ing ly c le ve r d e v ic e s o ffe re d a t s te a d ily fa lling p ric e s . ”
http://knowledge.wharton.upenn.edu/article.cfm?articleid=2244
Article Overview
Lock-in practice (Apple) “The p ra c tic e o f
re q uiring us e rs to us e hardware and software fro m a prescribed set of vendors by im p o s ing s ubs ta ntia l cost or inconvenience in replacing the p ro duc t. ”
http://knowledge.wharton.upenn.edu/article.cfm?articleid=2244
What is a smartphone?
Smartphones are mobile phones that offer
advanced functionality above a basic feature phone.
Able to run third-party applications on a platform (OS)
http://www.techterms.com/definition/smartphone
Features & Characteristics
Enhanced connectivity Browse the web anytime, anywhere
Convenience Mobility & portability
Multi-tasking Run several functions at one go
Features & Characteristics
Customizability Suit the user’s specific needs App Stores
1. iTunes Store2. Market3. BlackBerry App World4. Ovi Store5. Windows Marketplace
Features & Characteristics
Tethering Mobile phone acts as a modem Allows other devices to connect to the internet
via data plan
Exceptions Phones running on Windows Phone 7
Accessibility
Back-up/alternative
Convenience
Battery consumption
Additional software
Expensive
Speed
What are Apps?
Software that runs on mobile devices Multiple functions and advanced services
Increases internet usage E.g.
Mobile instant messaging client (ebuddy) Social networking services (Facebook Mobile)
Apple’s App Store Downloads Top Three Billion
“ Three billion applications downloaded in less than 18 months –
this is like nothing we’ve ever seen before,” – Ste ve Jo bs , Ap p le ’s CEO . (5 Ja nua ry 2 0 1 0 )
Applications are the second fastest growing IT area of spending
Mobile applications is a high growth element
Trend: Fast expanding market with high potential Served by more developers, publishers and providers
Types of Apps
Pre-installed
Downloaded from app stores and mobile software distribution platforms Third-party Software Proprietary Software
What can they do?
Capable of almost anything
Limited by the: Imagination of programmers
(application writers) Technology of the time
DBS mBanking
DBS iBanking system Features Backed by DBS iBanking
Money Safe Guarantee Online security Secured account
information in event of phone loss or theft
DBS Indulge Singapore
Gain access to dining privileges and great deals
Discounts and special offers for dining pleasure
Features include: - Built-in maps for dining
places- Driving directions- Ability to share details
Michigan colleges getting into iPhone, Android smartphone app game
Students design mobile phone applications
Mobile Applications and Services Lab
GVSU Laker Mobile App
Quick Graph App downloaded 500,000 times by iTunes users
By Dave Murray, The Grand Rapids Press, 14 March 2010
Nine-year Old Writes iPhone Application
Doodle Kids (iPhone application)
Enables users to draw by brushing their fingers against iPhone’s touchscreen
Clear doodle by shaking the phone
Downloaded more than 4,000 times from Apple’s App Store within two weeks
By Re ute rs , 6 Fe brua ry 2 0 0 9
Apple iOS
Apple Factor User Interface Apps: - >250,000 apps available
- >3 billion downloaded
http://asia.cnet.com/reviews/mobilephones/0,39050603,62200934,00.htm http://developer.apple.com/devcenter/ios/index.action http://www.apple.com/pr/library/2010/01/05appstore.html
Limited multitasking Tight control of iTunes App Store by Apple Can only run on Apple devices
Strengths:
Weaknesses:
Google Android
>80,000 apps on Android Market 12,593 new apps per month Open OS
http://www.androidcentral.com/googles-andy-rubin-says-over-80k-apps-now-android-market http://www.androlib.com/appstats.aspx http://sip-trunking.tmcnet.com/topics/security/articles/89653-smobile-systems-survey-warns-dangers-android-mobile-app.htm
Loose control of Android Market by Google
Strengths:
Weaknesses:
Nokia Symbian
Leader by market share (40.1%) Open OS Stable & low energy consumption
http://www.symbian-guru.com/welcome/2010/02/distimo-shows-ovi-store-apps-are-cheaper-than-iphone-apps.html http://www.letsgomobile.org/en/review/0037/symbian-windows-mobile/
http://www.pcworld.com/businesscenter/article/188535/five_benefits_of_an_open_source_symbian.html http://www.symantec.com/security_response/writeup.jsp?docid=2004-061419-4412-99
Strengths:
Decreasing market share >6,000 apps on Ovi Store Vulnerable to viruses (eg. Cabir)
Weaknesses:
RIM BlackBerry OS
>10,000 apps on RIM’s App World User interface Plans to switch OS
http://www.businessinsider.com/rim-is-finally-ditching-the-blackberry-os-but-not-for-android-2010-9 http://www.computerweekly.com/Articles/2005/05/10/209884/Clear-business-gains-from-BlackBerry-mobile-technology.htm http://www.dailytech.com/New+Study+Gives+RIM+Smartphones+High+Scores+on+Security/article15261.htm http://www.mobile-ent.biz/news/38555/RIM-passes-10000-apps-on-BlackBerry-App-World
Popular for businesses Superior email capabilities
- downtime & productive time Strong security protection
Strengths::
Weaknesses::
WindowsWindows Stable & fast (Windows Mobile) Under-developed app store Integration with Windows Office Suite Windows Phone 7 – 8 Nov 2010
http://www.mobile-ent.biz/news/38555/RIM-passes-10000-apps-on-BlackBerry-App-World http://asia.cnet.com/reviews/mobilephones/0,39050603,62201477,00.htm http://www.androidcentral.com/webos-review-smartphone-round-robin
Palm WebOSPalm WebOS 2,400 apps on Palm App Catalog Poor performance speed Enhanced appearance & multitasking
capabilities
Determinants of a platform’s success
Personal Concerns: Functions User Interface Performance Brand Loyalty
Corporate Concerns: Apps Development
FEATURES
9.7” Multitouch TouchscreenMicroSIM slot
Wireless capabilities
3G data network capabilities
200,000 apps
Major Benefits Runs both iPhone & iPod Touch apps
functions & versatility
iWork for importing and editing of documents productivity
10 hours of battery life convenience
Large touchscreen comfort
Impact of iPad
Worldwide shipments of new PCs
lower than expected 3% in Q3
Dell’s U.S. shipments 4.9%
http://www.msnbc.msn.com/id/39660539
Impact of iPad
Sparked intense competition
Competitors jostle for market shareIntroduced competing tablets:
Samsung Galaxy Tab Blackberry Playbook
Impact of iPad
Entered eBook industry
iBook (eBook reader) vs. Amazon’s Kindle
eBooks sold in the iTunes Store
Impact on iPhone
Current Comparison All iPhone functions
Except call & text
Performs work-related tasks better Productivity suites Larger screen
Lower sales iPad 3.2 million vs. iPhone 8.4
million units soldhttp://www.apple.com/pr/library/2010/07/20results.html
Impact on iPhone
Future Expectations 7” iPad rumoured
Greater portability Limit to size reduction
Telecommunication capabilities Headset Competes with iPhone
Smartphones vs Tablets
Smartphones TabletsFUNCTIONS Similar Similar.
No phone calls/smsSIZE Small BigBATTERY LIFE 1-2 days <10 hrsPROCESSING SPEED 1GHz up to 1.4GHzSTORAGE up to 32GB up to 320GB
PRICE US$85US$300 to >US$1000
http://www.itpro.co.uk/620302/smartphones-vs-netbooks-vs-tablets-which-is-best-for-you http://www.pcworld.com/article/186737/mobile_snapdragon_processor_to_hit_15ghz_dualcore_in_2010.html http://www.mobilemarketer.com/cms/news/research/4706.html http://www.mobilitysite.com/2010/08/android-tablets-get-prices-less-vapour/
Will there be a clear winner?
Unlikely No one-phone-fits-allFactors:
User needs & preferences Future developments Compatibility synchronisation
Verdict: A few dominant players